Bandwagonism has devalued these buzzwords. Believe it or not, there are ‘Green’ armaments companies (lead-free bullets) and ‘ecofriendly’ sex toys (no phthalates).

‘Sustainability’ just sounds dry, woolly and unappealing. All we really want to know is whether we can buy something with a clear conscience, so I’d suggest ‘guilt-free’ as a label that really cuts to the chase.Jim Davies, Writer and founder of Totalcontent, by e-mail